Short-Form DRTV Billings Continue Hot Streak

Third-quarter 2017 results show a $43.8 million increase — the fifth straight quarterly rise —
led by the cable outlet and “Drug and Toiletry”category.

ANALYSIS BY THOMAS HAIRE

Third-quarter 2017 short-form DRTV media billings totaled $704,259,100 — a 6.6-percent increase compared to the same quarter one year prior, and the first time 3Q results have topped

$700 million since 2014. This is the fifth consecutive positive quarter for short-form DRTV, according to Kantar Media’s research — overall, the short-form space is up by more
than $370 million through the year’s first nine months when
compared to 2016 figures.

This quarter’s rise was powered by the “Drug and Toiletry” category’s $50.8 million rise — as well as jumps of $11
million or more in three other categories. Meanwhile, not
only did the cable outlet see a $36 million increase, but Hispanic network TV (up $11.5 million) and syndication (up

Products that weren’t among the 3Q 2016 leaders — Finishing Touch Flawless and Proactiv MD — helped push the
“Drug and Toiletry” category to total spending of more than

$342 million — a 7.4-percent increase. “Home and building” rose $18.3 million (57.3 percent), while “Computers,
Software, and Home Office” added $15.4 million (83.8 percent) to its 3Q 2016 total. And mirroring its second-quarter
success, the “Apparel” category again more than doubled its
spend, adding $11 million compared to its total one year ago.

While 10 of 17 categories actually slipped, five of those
lost less than $1 million each. “Household, Furniture, and
Appliances” suffered the worst — losing $36.2 million ( 24
percent), while “Crafts, Hobbies, Sporting Goods, and Toys”
doubled down on its recent struggles, dropping $8.2 million
( 16. 6 percent).

New Campaigns Make a Splash

Continuing another trend, the number of short-form
DRTV campaigns aired dropped 11. 3 percent to 881.